Why Content Matters
In 2020, your business has quite a few avenues it can explore to market itself. You’ve got digital ads, trade shows, and influencer marketing to consider. Not every channel will be right for every brand. But no matter how you structure your marketing plan, there’s one piece you definitely need to include:
CONTENT.
Now, of course I’m going to say this, right? After all, I make my living creating content and the more I can convince companies they need it, the more revenue I can rake in. That’s certainly true, but there’s a reason I chose to pursue content writing as a career. I believe (and I’m not alone in this) that content is a critical part of effective, sustainable marketing for every company in every industry. Don’t believe me? Keep reading.
Content marketing statistics
Here are a few stats to lend credence to my argument:
In their 2019 State of Marketing Report, HubSpot shared that marketers who prioritize blogging efforts are 13 times more likely to see positive ROI.
Demand Metric reports that content marketing costs 62% less than traditional marketing but generates three times as many leads per dollar spent.
Impact measured 126% more lead growth for small businesses that blog than those that don’t.
Content marketing for SEO
Plus, creating new content gives you an opportunity to optimize for keywords you want to hit, making it an extremely effective search engine optimization (SEO) tool. Want to see your website at the top of Google? Get keyword-optimized content on it.
You can accomplish high-ranking search results in one of two ways. First, I recommend evaluating the core pages of your website (for most businesses, this means your home page and service pages). Is the content on these pages optimized for the keywords for which you want to be ranking? For example, if you’re a car dealership in Ventura, California, are you showing up toward the top of Google when people type in “car dealership Ventura CA”? If not, it’s time to revise your content to give you some ranking power.
But you don’t have to completely revamp your existing web content to cash in on SEO. You can also use blogs to rank. Create blogs optimized for specific keywords you want to win and, assuming they rank high on search engine pages, you’ll get more clicks to your website.
Content marketing for brand positioning
On top of all this, creating content gives you a way to interact with your prospects and customers. It’s an opportunity to establish your brand voice, share your brand values, and position yourself as a leader in your industry.
Want consumer to think your brand is cutting-edge and interesting? Create content that highlights cutting-edge, interesting trends your audience cares about. Want people to think your product is trustworthy and great for families? Create trustworthy, informative content aimed at improving family life. Basically, you can use content to help people think of your business in the light you want.
Want to learn more? Want to put quality content to work for you? Let’s talk.